Ahmedabad: Today, continuing its retail expansion, Reliance Retail, India’s largest retailer, announced the launch of the tenth store of its premium fashion and lifestyle brand, AZORTE at Ahmedabad. The store was inaugurated by Shri Parimal Nathwani, Director – Corporate Affairs, RIL and Shri Rakesh Jallipally, VP & Business Head, AZORTE at Stratum at Venus Grounds, Nehru Nagar.

Spread across 21,000 square feet of retail space, this store will strengthen Reliance Retail’s commitment to a multi-format approach to cater to all consumer segments of international and contemporary Indian fashion.

These smart AZORTE stores will showcase the best of global and domestic fashion trends and have an original take on style ranging from footwear, fashion accessories and more.

To make the discovery-to-checkout journey seamless, the AZORTE store format has several industry-first tech-enabled interventions including mobile checkout, smart trial rooms, fashion discovery stations and self-checkout kiosks.

RFID-enabled interactive screens placed across the stores, for instance, double as virtual styling assistants. Smart fitting rooms help shoppers complete the look and at the touch of a button request for additional sizes and other products. In addition, customers can opt for self-checkouts instead of queuing up at manned counters. Along side tech-aided solutions, shoppers will be delighted to discover the human touch, too, in the form of in-store fashion consultants. Online store is available at azorte.ajio.com .DeshGujarat